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Training Courses Program
The courses are open for single enrollment. You can apply for different courses independently without being enrolled in the whole Marketing Management Certificate Program.
Strategic Brand Management
Participants will learn how to: manage a brand, identify factors that create strong brands, position relevantly the brand, define how a brand can impact the overall business strategy of the company, assess a brand current image and relative position in the marketplace, effectively communicate a brand internally and externally, measure the success of company's branding efforts.
Topics: Information collection and processing; marketing surveys; identify tasks; make decision to create a brand; marketing strategy; positioning; the birth of a brand - tools, combinations and impact; market introduction of a brand; marketing mix - pricing, distribution, communications; the advantages of brands; establishing and supporting brand in the marketplace; actions during crisis; stimulating sales.
Start Date: 7 - 8 June, 2012
Duration: Thursday - Friday,
2 days
Instructor: Petar Manovsky, MBA
Internet Advertising and Marketing Tools
The course presents a broad view of marketing communications in Internet – classical advertising, performance advertising, search engine marketing, social media, advertising networks, mobile advertising etc. The practical aspects of interactive communications are discussed including models, processes, technologies, forms of advertising, media channels etc.
Start Date: 17 - 18 May, 2012
Duration: Thursday - Friday,
2 days
Instructor: Alexander Varov
Media Strategies and Planning (online)
The objective of this course is to help participants understand through theory and practice the process of media planning and decision making, develop the ability to identify and solve media problems, make strategic and creative media decisions from the marketing perspective. The course is particularly suitable for advertisers who want to gain an understanding of media planning, media metric and applied valuation of campaign effectiveness. Knowledge acquired in this course will allow participants to strictly control the actions performed by a media agency or a freelance consultant during the implementation of a given campaign.
Topics: Introduction to media-metrics. What rating means? Basic terms used in measuring audiences - HUT, PUT and PUR. Measuring based on new media channels - Internet users. Audience vs. Users. What is share? Relation between rating, HUT and Share. Problems, practice and perspectives for using GRP/TRP in Internet-advertising Impressions. Reach. Frequency. Relation between Reach, Frequency è GRP. What is media-mix and how to "mix" it...Frequency Distribution. Effective Reach. Index. Cost Per Thousand (CPM). Cost Per Point (CPP). Demographic indicators. Structure of audience. Readers Per Copy. TV Program Scheme. Geographic Zones. General Media Channels. Budgeting. Media goals. Media Strategies. Fundamentals of Media Management. Applied Case Studies and Exercises
Start Date: 12 - 25 June, 2012
Duration: 2 weeks
Instructor: eFLAG Trainer
Marketing Audit (online)
The marketing audit is a systematic examination of every aspect of sales, marketing, customer service, and even operations that affect sales and marketing in order to determine how well and cost-effectively each element helps the firm meet its overall goals. A good strategy would be to divide the questions into following areas - market and customer audit, product audit and marketing mix.
Topics: Market and customers audit Market segmentation. Positioning. Customer's behavior.
Product audit. Marketing mix: Classic 4P theory (product, price, place, promotion). Theory of the new 4 Ps (people, policies, processes, prevention).
Start Date: 5 June - 2 July, 2012
Duration: 4 weeks
Instructor: Dobrinka Chavdarova
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Bulgarian